Spring Arbor University announces new brand promise: Grow Deep Roots

Spring Arbor University (SAU) is excited to announce the launch of our new brand promise that will replace our most recent brand slogan, “Let Your Light Shine.” This new brand promise captures our commitment to fostering a deep and meaningful relationship with Jesus Christ across students, alumni, and community members, cultivating academic excellence, and nurturing a close-knit community.

A brand promise is a proclamation of what an institution stands for and what it promises to deliver to its community. It is a clear and compelling statement that communicates its core values and vision for what students, alumni, and friends are investing in when they decide to become a part of the Spring Arbor University community. 

Spring Arbor University’s new brand promise revolves around the phrase Grow Deep Roots:

At Spring Arbor University, you will grow deep roots in Jesus Christ and our Christian community to thrive in a world of constant change.

The process for developing this brand promise was a collaborative effort with TG Three, a higher education consulting firm that specializes in working with Christian colleges and universities. An interdepartmental brand committee utilized extensive research, interviews, surveys, and feedback from staff, faculty, alumni, and community members to identify the key elements of what makes SAU unique in higher education.

“With a history of over 150 years, we wanted to make sure we had a diverse group of people, including current staff, alumni, and community members, help us develop our new brand promise,” says Marla Sanford, the Vice President of Enrollment and Marketing at SAU. “With TG Three helping to guide our process, our brand committee truly feels that we were able to uncover the essence of what makes Spring Arbor University such a special place. We have heard countless stories of people who grew deep roots here at Spring Arbor.”

This new brand promise acts as a support to Spring Arbor University’s mission, The Concept, which was established in the 1960s:

Spring Arbor University is a community of learners distinguished by our lifelong involvement in the study and application of the liberal arts, total commitment to Jesus Christ as the perspective for learning, and critical participation in the contemporary world.

SAU’s President, Dr. Brent Ellis, comments, “We believe this brand promise captures the truth of SAU expressed throughout our history; who we once were, who we are today, and what we aspire for in the future. We believe that Grow Deep Roots articulates a promise that goes with students beyond graduation. We’re excited for future students who decide to plant themselves in Jesus Christ at Spring Arbor University.”

For more information about Grow Deep Roots, visit arbor.edu/grow-deep-roots.